Detecting Generated Native Ads in Conversational Search

Conversational search engines such as YouChat and Microsoft Copilot use large language models (LLMs) to generate answers to queries. It is only a small step to also use this technology to generate and integrate advertising within these answers - instead of placing ads separately from the organic search results. This type of advertising is reminiscent of native advertising and product placement, both of which are very effective forms of subtle and manipulative advertising. It is likely that information seekers will be confronted with such use of LLM technology in the near future, especially when considering the high computational costs associated with LLMs, for which providers need to develop sustainable business models. This paper investigates whether LLMs can also be used as a countermeasure against generated native ads, i.e., to block them. For this purpose we compile a large dataset of ad-prone queries and of generated answers with automatically integrated ads to experiment with fine-tuned sentence transformers and state-of-the-art LLMs on the task of recognizing the ads. In our experiments sentence transformers achieve detection precision and recall values above 0.9, while the investigated LLMs struggle with the task.